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The American Mixologist Online® Newsletter
Vol. 16, No. 13 All Rights Reserved
Drinks
I recently had a late night dinner at the Hudson Hotel in Manhattan.
After the server took the food order at the four-top next to me,
he secured my unyielding admiration with his next question.
"And finally, would you care for a bottle of sparkling water,
still water, or would you prefer to drink New York tap water?"
The host looked at his guests, the guests looked at the host, who
in turn looked at the server and said, "How about a bottle
of each." The server nodded as if they had made a well-informed
decision and left.
Over the course of their dinner they had a total of four bottles
of water, which added $20 to their bill. It’s an urban tale
with a happy ending. The server bumped up his ticket average, and
undoubtedly his tip, the host and assembled guests left well hydrated
and the house raised their beverage sales without incurring additional
liability. Welcome to life in a .08 universe.
Twenty years ago selling water in a restaurant or bar was practically
unheard of. Now bottled waters are hot commodities. Their surging
rate of growth dwarfs all other types of beverages.
Doesn’t it only stand to reason though? Spring and mineral
waters are bottled at a natural source and typify all that is pure
and untainted. On the other hand, drinking tap water is entirely
a matter of faith, a hope that the water coursing through the aging
pipes and concrete aqueducts far below our city streets is free
of dangerous contaminants and therefore safe to drink from the faucet.
Tapping into the bottled water phenomenon makes good business sense.
With few notable exceptions, great cocktails owe their existence
to the inclusion water. They are, after all, literally the eaux
de vie — the waters of life.
On the unlikely chance that you are among those who think that waters
have had their day, that they have lost a step on the field of energy
drinks and isotonics, think again. There’s a promised land
of greatness waiting to be created behind your bar and water can
lead you there.
To that end, in no particular order are the best money making ideas
to exit our think tank on how to leverage the cache of waters behind
your bar.
- Selecting a Team
— The days of stocking one type of bottled water are long
gone. To make a bona fide stab at increasing bottled water sales,
you’re looking at carrying a minimum of three brands, while
four would be better. The water world is divided into still (non-carbonated)
and sparkling. On the sparkling side of the equation, you need
to carry a selection balanced between highly effervescent waters,
such as Perrier and San Pellegrino and those imbued with light
carbonation, such as Ramlösa and Calistoga. While some opt
to market one brand of still water, providing guests with a choice
is advisable. In the dining room, liter bottles are preferable,
while in the lounge the smaller bottles are more advantageous.
The bottles should always be kept refrigerated.
- Watering the Guests
— If possible, serve bottled water in stemmed glassware,
such as a wine glass or water goblet. Do not add cubed ice made
from tap water to a guest’s water glass — it essentially
defeats the purpose. After serving all of the guests at the table,
keep the open bottle of water in an iced wine bucket and refill
glasses frequently. Attentive, yet unobtrusive service is the
objective. After a bottle is emptied, open another. The key is
to not let guests at the table go without water. It is typically
not required to interrupt the host asking for approval to open
another bottle of water.
- Marketing Impetus
— One of the most effective marketing techniques is when
setting your tables include a bottle of still and sparkling water.
When guests are seated, the server or hostess should ask if they
would care for water with their meal. It is a service technique
that both anticipates a need and stimulates sales. Some operators
go so far as to suggest certain types of bottle waters with different
cuisines. For example, pairing Italian San Pellegrino with pastas
or Evian with French cuisine. Since the water represents the quintessence
of the specific region, an amalgamation of the minerals and salts
of the land, it is a worthy cross-promotional concept.
- Bourbon and Branch
— Pairing fine whiskeys with spring water sourced from the
whiskey’s own back yard is about as good as it gets. Adding
a splash of Kentucky limestone spring water to a great bourbon
is a classy touch appreciated by novice and enthusiast alike.
The same can be said about serving spring water from Scotland
or Ireland to an aficionado enjoying a dram of malt.
- Seltzer is Passé
— Carbonated water is to mixology as Salisbury steak is to
the culinary arts. Instead of committing club soda (i.e. carbonated
tap water) to your drinks, why not use San Pellegrino or Perrier?
Choose the amount of carbonation you’d like to feature in
your drinks and select the sparkling water to suit.
- Hot Toddies
— Hot water is an infallible delivery system for whiskeys
and brandies. Add a lemon wheel or a clove or two and you’ve
got the makings of a classically structured specialty.
- Coffee and Tea Bliss
— The better the water, the better the coffee or tea. Consider
your options. Tap water can contribute an off-taste to coffee
or tea and potentially damage equipment. Distilled water results
in a vapid brew. One secret to making a great cup of great coffee
or tea is using a spring water that’s up to the task.
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